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The 20-Year Quest To Save Nutella

A promotional sale on Nutella was more successful than planned: Customers came to blows trying to get jars of the sweet spread after a grocery chain cut prices by 70 percent.
Eric Gaillard
/
Reuters
A promotional sale on Nutella was more successful than planned: Customers came to blows trying to get jars of the sweet spread after a grocery chain cut prices by 70 percent.

Global demand for hazelnuts is on the rise, but the industry has a problem. More than 70% of the world's hazelnuts come from just one place: Turkey. And that leaves producers and Nutella lovers everywhere vulnerable.

But lucky for them one scientist in New Jersey has spent the last 23 years on a global quest to reinvent the hazelnut. And now his dream may finally be coming to fruition.

Today on The Indicator: how one man's lifelong obsession could end up revolutionizing an entire industry.

Music: "Morning Start"

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Copyright 2021 NPR. To see more, visit https://www.npr.org.

Stacey Vanek Smith is the co-host of NPR's The Indicator from Planet Money. She's also a correspondent for Planet Money, where she covers business and economics. In this role, Smith has followed economic stories down the muddy back roads of Oklahoma to buy 100 barrels of oil; she's traveled to Pune, India, to track down the man who pitched the country's dramatic currency devaluation to the prime minister; and she's spoken with a North Korean woman who made a small fortune smuggling artificial sweetener in from China.
Darius Rafieyan joined NPR in 2017 as the founding producer of The Indicator from Planet Money. He has produced stories about infectious disease outbreaks, the world's greatest air salesman, and the economics of Tinder.